Klir™

For Klir Leadership · May 2026

Klir's Integrated
Campaign Engine

A repeatable system that turns mandates into pipeline, customer proof into market signal, and every win into the next demand wave.

The Motion

Mandate

Business Case

Accounts

Workshop / Event

Program Design

Pilot

Proof

Academy

Core earns trust. Customer proof powers the next campaign.

Confidential

Klir™

For Klir Leadership · May 2026

Klir's Integrated
Campaign Engine

A repeatable system that turns mandates into pipeline, customer proof into market signal, and every win into the next demand wave.

The Motion

Mandate

Business Case

Accounts

Workshop / Event

Program Design

Pilot

Proof

Academy

Core earns trust. Customer proof powers the next campaign.

Confidential

Klir™

Where Klir Is · Where Klir Goes Next02 / 08

Diagnosis

Why does Klir need this now?

Klir has product proof. The next phase requires a repeatable system that compounds without founder pull.

What Klir already has

What the next phase requires

Product-market proof + Insight-backed Series B

Repeatable Integrated Campaign Motion

Customer proof in regulated water utilities

Customer Advocacy + Compliance Advisory Council

Founder-supported GTM + early AI experiments

GTM Intelligence + AI Operating Layer

Core platform live + Connect vision

Category positioning for Core first; Connect launch motion when proof signals are green

Klir™

The Operating Model03 / 08

How the Engine Runs

What is the operating model?

Campaigns convert signals into pipeline, proof, and expansion readiness.

Inputs · Signals & Data

Signals → Campaign Engine

Mandates
CRM
Product usage
CS notes
Win / loss

Integrated Campaign Engine

The Motion

1Mandate

5Program Design

2Business Case

6Pilot

3Target Account Cohort

7Proof

4Workshop / Event

8Academy

Each cycle targets 20 accounts with the goal of a 3–4 customer proof cohort.

Outputs · Flywheel

Outcomes

Pipeline
Velocity
3–4 proof customers
Academy
Connect readiness

AI powers signal and scale. Humans own trust, judgment, implementation, and relationships.

Year 1 categoryCompliance Operating System for Water Utilities — the system of record for mandates, sampling, permitting, and operational workflows.

Then · Activate ConnectUtility-to-Ecosystem Network when proof signals are green

PMM layerWorkflows + mandates + proof become category narrative, sales plays, launch assets, and Academy playbooks.

Klir™

The Rinse-and-Repeat04 / 08

The Motion

How does one campaign run?

The 20-account cohort is the ABX unit: one mandate, one business-case workshop, one proof theme, with account- and persona-specific follow-up.

Stage 01

Mandate

Stage 02

Business Case

Stage 03

Target Account Cohort

Stage 04

Workshop / Event

Stage 05

Program Design

Stage 06

Pilot

Stage 07

Proof

Stage 08

Academy

Goal: move 20 target accounts toward a 3–4 account proof cohort over the campaign cycle.

ABX at scale = AI signals + human SME review: 20-account cohorts, shared mandate urgency, persona-specific follow-up, and sales-approved messaging.

Enterprise sales support: AEs get prioritized accounts, persona messaging, proof assets, Program Design path, and pilot / business-case materials.

PFAS example

mandate triggercustomer / expert workshop20 utilitiesAWWA / state eventProgram DesignpilotPFAS Academy playbook

Klir™

AI Infrastructure05 / 08

The Leverage Layer

Where does AI fit?

AI improves signal quality, personalization speed, and proof production — with human review before anything goes to market.

Workflow 01

Signal Intelligence

AI Handles

Which accounts matter, why now, where deals stall, what mandates are heating up, and which signals predict pipeline, conversion, and expansion readiness.

Human Owns

VP + GTM Engineer

KPI

Pipeline created · engagement velocity

Workflow 02

Personalization Intelligence

AI Handles

What message, proof, and follow-up each persona needs — tailored by role, mandate, region, and stage, with variants for workshops, events, sequences, and AE follow-up.

Human Owns

VP + Campaign Manager

KPI

Workshop → opportunity · 20-account engagement

Workflow 03

Proof Intelligence

AI Handles

Workshops, calls, customer interviews, and pilot outcomes become Academy playbooks, sales assets, proof clips, objection handlers, and launch materials.

Human Owns

VP + Campaign Manager

KPI

Academy assets / quarter · cited in won deals

Governance: verified inputs, human approval, no autonomous external publishing.

Klir™

The Compounding Loop06 / 08

Revenue Flywheel

How does the flywheel compound?

Land, activate, expand, and advocate — every successful customer reduces friction for the next cohort.

Step 01

Mandate urgency

Higher relevance · better meeting conversion

Step 02

Workshop trust

More qualified opportunities from target accounts

Step 03

Program confidence

Fewer stalled deals · faster pilot conversion

Trust Distribution Layer

Klir Compliance Advisory Council + Academy

Customer champions, retired utility leaders, regulatory experts and implementation advisors carry proof into every loop.

Step 04

Pilot proof

Higher win rate · stronger expansion case

Step 05

Reusable Academy assets

Standards travel beyond Klir channels

Step 06

Peer distribution

Lower CAC · peer-referred pipeline

Customer Success is not downstream of demand. It is how demand becomes proof, and proof becomes the next campaign.

Klir™

The Team07 / 08

The Team

Who runs it?

A lean AI-leveraged pod: three core hires first, with PMM and advocacy VP-led until volume proves dedicated scale.

Hire 01Month 1–2

The Motion Runner

Integrated Campaign Manager

Human Owns

Workshops, 20-account cohorts, events, AE follow-up, and Academy cadence.

AI Handles

Segments, sequences, message variants, recaps, and briefs.

Hire 02Month 2–3

The System Builder

GTM Engineer / AI Systems Lead

Human Owns

AI workflows, CRM, signal scoring, attribution, and governance.

AI Handles

Pipeline analysis, scoring, anomaly flags, and next-best-action.

Hire 03Month 4–6

The Conversion Bridge

Solution Architect / Program Lead

Human Owns

Implementation blueprint, pilot scope, stakeholder map, and business-case memo.

AI Handles

Business-case drafts, ROI memos, and implementation playbook.

VP-led + AI-supported in Year 1

PMM / Positioning: VP owns message architecture; AI drafts briefs, sales plays, workshop narratives, Academy assets.
Advocacy / Influence: VP + Campaign Manager own speakers and proof; AI drafts recaps, clips, prep notes, proof assets.
Hire later: Add dedicated Product Marketing Lead and Customer Advocacy & Influencer Network Lead only when repeatable volume creates a bottleneck.

Hiring sequence: campaign execution + systems + implementation bridge first.

Klir™

Execution Plan · Diagnose → Position → Launch → Scale08 / 08

Execute

How is it executed and measured?

Diagnose in Month 1, position in Month 2, launch in Month 3, then scale a repeatable campaign calendar that creates pipeline, accelerates deals, and turns customers into the next demand wave.

Diagnose

Month 1

ICP, CRM, win/loss, sales calls, objections

Position

Month 2

Positioning, persona map, mandate-to-value matrix

Launch

Month 3

First campaign, workshop, 20-account cohort

Scale

Months 4–12

3–5 mandate motions, Academy, Advisory Council, Connect readiness

12-month value creation plan

Revenue bridge

12 campaigns/year→3–5 mandate motions→Sourced / influenced pipeline→Pilot conversion→Expansion opportunities→ARR impact

Land

Pipeline Created

Sourced pipeline
Influenced pipeline
Pipeline by mandate

Activate

Conversion

Meeting → opportunity
Pilot → customer
Average sales cycle

Expand

Proof

3–4 proof accounts / motion
Referenceable customers
Academy assets in deals

Advocate

Expansion

Expansion pipeline created
Strategic-account expansion
Connect readiness tracked

Art Gassan·May 2026·Confidential

01 / 08

Klir's IntegratedCampaign Engine

Klir's IntegratedCampaign Engine

Why does Klir need this now?

What is the operating model?

How does one campaign run?

Where does AI fit?

How does the flywheel compound?

Who runs it?

How is it executed and measured?

Klir's Integrated
Campaign Engine

Klir's Integrated
Campaign Engine